This will age me, but I remember the old days of search engine optimization (SEO). In the 2000s and even the early 2010s, an organized group of people with grudges could work together to redefine a word or name and “teach” Google to drive traffic to that term in order to one of them chosen location. Do not you believe me? Ask Rick Santorum.
The times have changed; With AI and more advanced algorithms, Google is no longer so easy to trick. In fact, it has become quite difficult to rank by desirable terms (although at Spring Insight we somehow managed to get the one (or two, depending on the day) point for “our Google Overlords”.) That leads to that Question, does SEO still matter to professional service companies?
This would be a short blog if the answer was no. Good news, the answer is yes. Let’s discuss.
Content = SEO
One way to think about SEO is that it is a manifestation of content. When you create content, especially content related to your work, you are basically throwing keywords that identify your expertise into the universe. If you’re already creating content, you can also understand, plan, and measure the SEO implementations of your work.
Detailed search terms
The thing about SEO is aiming for the right goal. Will you realistically be number 1 for “Recruiting Firm” if you have a very low budget and are just starting out? No. But Government Contractor Recruiting Firm could be doable with some time and continued effort. And you know, if you’re a recruiting firm that specializes in filling government jobs, you’re a lot more interested in people looking for the second term than the first.
Location search terms
Similar to detailed search terms, location search terms break up a probably too large segment into more bitesize blocks. The “accounting service” is just too big to worry. But an accounting firm in Bethesda, Maryland or Washington, DC? It can be done.
Types of content
Think of all the different types of content that have details about what you’re doing, who you’re serving, and where you’re aiming. How to create blogs, best practice blogs, long descriptive blogs about the services you provide, top five blogs, and so on. The list is endless. For the purposes of this post, I’ll limit the discussion to blogs. But this certainly also applies to websites. (It also contains videos and podcasts, so long as you post them for search and tag them properly.)
Do you want to know a secret? This article does exactly what I am talking about. This is content that was created to keep you informed (do you feel informed?) About this topic and to add to our credibility when discussing SEO. It identifies recruiting firms, accounting service providers, and professional service firms as target groups and establishes our location as a DC area and, in particular, as Bethesda, Maryland.
Author: Erika Dickstein
Erika Dickstein loves chocolate. More relevant here is that she works with small businesses on the web presence and creates websites that not only look good, but work too. She speaks regularly, teaches online courses, and creates websites with the aim of teaching small businesses the basics of online strategy. They… Show complete profile >